Antonio Schiavano is an advertising photographer specialised in beauty and cosmetic shoots, and is an expert in the so-called 'water in motion' technique.
His versatile and curious being combined with his rich know-how have enabled him to collaborate with brands like Alitalia, Avon, Davines, Lancome, Korff, Kraft, Rilastil and Trussardi.
His studio, a spacious daylight loft, is based in Milan, where clients will find a range of different spaces featuring design furniture perfect for creating a variety of different sets.
What makes you choose this profession?
Passion erupted suddenly because of a reflex my father gave me almost 40 years ago. At the beginning I didn't know where to start, there were no photography schools in my city and living in the south of Italy photography was considered only as "wedding photography". But I wanted to do something else, I wanted to express myself with a different kind of image and little by little I started to build some craft lights. I started with still life photography, made of light and patience. The same subject could be reinterpreted several times, it was enough to change lights and setting and the game was done. Today I still remember those intense moments with nostalgia. I gradually realized that what was important was not the equipment, but the way to use it. I began to understand that even a light bulb could do miracles. In a book by Andreas Feininger, I read a quote that marked my path: “Anyone who doesn't know how to take an interesting photo with a cheap device will hardly get anything better with the camera of his dreams”.
Could you share how do you expand your vision of art, fashion?
Lavoisier affirmed: "Nothing is lost, nothing is created, everything is transformed". Nothing could be more true! To create something new you need to know the art of the past. In this way, you can better understand today's transformations. Living in a city like Milan makes things easier for me. I am constantly surrounded by art, design and culture, my brain is always trained, even when it is at rest, creating useful drawers for preserving my ideas for the creation of new photos.
If you have a talent, which do you wish to have? Why?
I would like to be a sculptor or a painter, able to express and transform a white sheet or a marble slab into a unique piece. These are qualities that unfortunately I don't have. I greatly admire the sculptor Jago, his works are a mix of Renaissance and Contemporary Art.
Do you have any problem on the way of your profession? How did you solve it?
My working day is very short. I previously prepare the set and create all the situations in advance to have short but intese relationship with my clients. I see any unforeseen and mistake as a creative moment.
How do you think about your work? Is it what you like, or simply saying a dream?
The pumpkin turned into a carriage when I decided to move to Milan and turn my passion into a daydream. In recent years photography has changed, communication is chaotic and does not have a precise direction. Today we are overwhelmed by millions of images, difficult to remember, the important thing is to fill in the blanks. About 15 years ago, my passion and love for photography led me to open my photo studio in Milan: 10 Watt Studios. Now also a venue for events, photoshoots and video productions, my studio is considered one of the most modern and avant-garde in Milan. This can only be a dream coming true.